How to Do Keyword Research in Google Ads Using Keyword Planner

How to Do Keyword Research in Google Ads Using Keyword Planner

Running a profitable Google Ads campaign starts with the right keywords. You can write the best ad copy in the world, but if you’re not targeting the terms your customers are actually searching for, you won’t see results.

That’s where Google Keyword Planner comes in. It’s a free tool inside your Google Ads account that helps you discover keywords, estimate search volume, and plan your ad spend. In this article, I’ll walk you through how to use Keyword Planner step by step.

Step 1: Access Google Keyword Planner

• Log in to your Google Ads account.
• In the top menu, click on Tools & Settings (the wrench icon) .
• Under Planning , select Keyword Planner .

[Insert Screenshot of navigating to Keyword Planner]

Step 2: Choose Your Research Method

When you open Keyword Planner, you’ll see two main options:

• Discover new keywords → Great for brainstorming and finding new opportunities.
• Get search volume and forecasts → Useful when you already have a list of keywords and want to see data.

[Insert Screenshot of these two options]

Step 3: Discover New Keywords

Click Discover new keywords . From here, you have two ways to search:

• By Keywords – Enter phrases that describe your product or service. For example: “roof repair,” “emergency plumber,” or “wedding photographer.”
• By Website – Enter your website (or a competitor’s site) to see keyword suggestions based on the content.

[Insert Screenshot of entering keywords or a website]

Google will generate a list of keyword ideas, including average monthly searches, competition level, and bid ranges.

Step 4: Analyze Keyword Metrics

Once you get your list, focus on a few key metrics:

• Avg. monthly searches → How many times people search for that keyword.
• Competition → Shows how competitive the keyword is among advertisers (Low, Medium, High).
• Top of page bid (low & high range) → Tells you roughly how much you might need to bid to show at the top of the page.

[Insert Screenshot of keyword list with metrics]

Pro tip: Don’t just chase the highest-volume keywords. Often, long-tail keywords (like “affordable roof repair near me”) convert better and cost less than generic terms like “roofing.”

Step 5: Filter and Organize Keywords

Keyword Planner gives you filters to refine your list. You can:

• Filter by location to see results specific to your target area.
• Filter by competition level to focus on more affordable opportunities.
• Sort by average monthly searches to prioritize traffic potential.

[Insert Screenshot of filters in action]

Export your best keywords into a spreadsheet or directly into a Google Ads campaign. Grouping similar terms together will make it easier to structure your ad groups later.